International African American Museum x Mia Saine
Two months after its 23-years-awaited grand opening in June 2023, the International African American Museum circled an opportunity to stake its place in the global conversation on the 50th Anniversary of Hip Hop. While other outlets and institutions celebrated with high-budget concerts and celebrity-driven campaigns, I conceptualized and creative produced a lean three-part, social-first rap cypher featuring influential, yet unexpected voices from across the museum’s host city of Charleston.
Reach extended to over 4 million through organic shares, with positive cross-generational and cross-cultural brand sentiment reflected in comments across the series. The campaign not only kept the museum top-of-mind in the early honeymoon phase following grand opening, it also affirmed the museum’s mission to honor untold stories of the past alongside living history being made today.
“Jessica led within a very small marketing and communications team to make IAAM shine through various social campaigns, the creation of important brand assets for internal use, as well as supporting the entire institution with needs from copywriting, to signage needs to high quality video production. The depth of her work could hardly be explained—her passion for the work allowed the institution to gain invaluable strategic detail in the way the brand showed up everywhere. It is because of that IAAM went on to have successful programming, capture new audiences, and win various awards and acknowledgements. Jessica represents the highest level of creative work come alive.”
KEIONA EADY
DIRECTOR OF EVENT SALES MARKETING
INTERNATIONAL AFRICAN AMERICAN MUSEUM
